Pop-Tarts become pop phenomenon

Pop-Tarts are popping up everywhere – and not just from kitchen toasters.

Check out the Pop-Tarts Facebook page to see the new and exciting user-generated content that is being added daily! On the Pop-Tarts Facebook page, teens are encouraged to express their passion for Pop-Tarts in creative and unique ways, by posting comments, photos, and videos showing their love of the brand. One teen conveys his enthusiasm in a poem, writing: A frozen treat has come this day To rid the summer heat away A tiny box with pure delight It even works as well at night So many types to pick and choose Grab any one, you cannot lose The Pop-Tarts reign has just begun So come on in, let’s have some fun

For the past few months, Pop-Tarts have been receiving the celebrity treatment –internationally renowned pop artist Burton Morris recently created a line of special-edition Pop-Tarts boxes that have been featured by news outlets across the country, from USA Today’s Pop Candy blog to KABC-TV in Los Angeles.

Even famed comic book author Stan Lee (co-creator of Spider-Man, the Fantastic Four and X-Men) is a fan, attending a special art gallery opening featuring Burton’s pop art inspired by Pop-Tarts in July.

Adding to its celebrity status, Pop-Tarts have also become one of the fastest growing brand pages on Facebook. Since launching the teen-focused site over two months ago, the Pop-Tarts page has already garnered more than 835,000 fans.

"Leveraging Facebook, along with traditional outlets, and collaborating with artists like Burton allow us to reach out to a diverse audience and spread the word about the fun and versatile nature of Pop-Tarts," says Etienne Patout, Senior Director, Pop-Tarts. "Using a variety of vehicles not only generates an even greater awareness of our brand, but inspires and encourages conversations among our consumers as well."

"The phenomenal response to our Facebook page and the many conversations it has generated among teen Pop-Tarts fans is truly a testament to the strength of our brand," Etienne continues.

Videos and messages have been pouring in from teens expressing their passion for their favorite toaster pastries (see sidebar for an example).

"Pop-Tarts have evolved into their own pop culture phenomenon," Etienne concludes. "We are delighted to see this amount of enthusiasm from our consumers, and we continue to be impressed with the level of creativity and passion that they have for Pop-Tarts."